Amazon is now the UK’s fifth biggest retailer

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Amazon is also growing quicker than many of its rivals. Its market value is thought to have risen by 22.5% in 2017 in comparison to total online spend rising 8.4%, suggesting it is stealing share from competitors.

It’s forecast to have accounted for 33.5% of all UK spend online in 2017 versus 29.6% in 2016.

Given Amazon’s phenomenal performance and the limited growth forecast in retail spend over the next five years, it is no surprise that retailers are keen to sell via Amazon’s site.

However, they need to give shoppers a reason to visit and purchase from their own websites, such as exclusive products or loyalty rewards, to cement their place in the market.